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Transcript of Enactive
Join the crowd
a project bySalvatore Iaconesi
Ivan Minutillo
Enactive
Salvatore Iaconesi is a robotics engineer, artist, hacker, interaction designer
is a business ecosystem for crowdfunded, ubiquitous, cross-media communication campaigns
The Team
Ivan Minutillo is a concept & web designer
The end of the mass, the beginning of a mass of subjectivities.The pain
Transformation from advertising to communication and a
view of the territory as an Operating System to be used and per-
formed by active citizens.
Producer
user
advertising communication
ProdUSER
user
A massive love affair between the web and physical spaceThe pain
Enhance the connection between online spaces and physical ones, both on a conceptual level and on a pragmatical one. Let there be a continuous flow of information, communication, in-teraction, collaboration and interconnection between the digital and analog worlds.
Abundance of intermediaries, lack of real tools, absence of accessible, inclusive business ecosystems.
The pain
Business ecosystem is beyond marketplace, as it combines a digital space for encounters between offer and demand, as well as a set of tools and opportunities for expression and intercon-nection, allowing subjects to define their own roles, desires, aes-thetics, ethics and views on the world.
The two faces of 12 june 2011 ReferendumExample
Web
facebook pages wordOfMouth
tweet
forum
blog
video
photos
link
Urban
flyerconcerts
conferences
public sit-in
urban art
10 easy steps in the life of an ubiquitous digital ecosystemSolution
0) the Ecosystem comes to life
1) Web Advertising Brokers put web space up for auction
2) Urban Advertising Brokers put urban advertising space up for auction
3) Skill Providers (visual, multimedia, print...) put their talents up for auction
4) the Initiator has an idea for a campaign on social, political, ecologic, artistic, ethical planetary/local issues, using web, billboards, augmented reality, location based...
5) a campaign concept is assembled and...
6) Backers support it ($$$) because they share values and visions
7) contributors create the visuals and contents of the campaign
8) if the needed money is assembled the campaign takes place: the web, cities and augmented reality are filled with the message!
9) money is divided among service, space, skills providers, pledge and the ecosystem gets a small percentage fee
10) communication is not the same anymore :)
SolutionWhat
CAMPAIGN
BUY
ADVERTISINGCLIENT
SERVICE
SELL
TECH SKILLS(gfx, design,animation,programming, copywriter...)
SPACE
SELL
WEBSITES
SPACE
SELL
ADVERTISINGBROKER(web)
SPACE + SERVICE(in a city)
SELL
ADVERTISINGBROKER(urban)
THESYSTEM
%
%
%
%
%
CAMPAIGN
INITIATOR
CROWD FUNDING
BUY
SERVICES
ACTIVIST SKILLPROVIDER
CONTRIBUTORS
CONVERSATIONALWEB BANNERS
BILLBOARDS INCITIES + QRCODES
INTELLIGENCE
BUSINESSINTELLIGENCE
SELL
INFO DISCLOSURE
BUSINESS CROWD
OUTPUTS
PersonasMarket niche
activist users(bloggers - activists-
forum admin-artists ecc)
strong focus
focus
medium focus
Legendlow focus
Users that buy/sell on the webinternetusers
users socially interested in( regular reader of: forum - blog - online journal, ecc)
how do we make money
Profit
usersuggest
campaign
web urbann $ m $
Goaldescription
costs
web urban
Start the Campaign
Goal
fee on campaigns for Advertising Clients
small fee on the sale of tech skills, websites space, web and urban advertising broker revenues
sale of intelligence, cross-media/ubiquitous analytics
Business to Consumer | Consumer to Business | Business to Business | Consumer to Consumer
Value
Backersfund campaign
Initiator
suggests
Activist skillprovider
implements
PRODUSERS
pledge
websites | wiki | blogs
advertising broker (urban)
advertising broker (web)
open position | services
BUSINESS
Planetary issues, planetary active participation, local action, ubiquitous discussion
Value
produsers
produsers
produsers
produsersprodusers
produsers
produsersprodusers
produsers
produsers
produsersprodusers
produsers
produsers
campaign
produsers
produsers
produsers
produsersprodusers
produsers
produsers
produsers
We’re different!
Business proposition
We're different from our competition because we:
- offer a complete cross-media, ubiquitous solution- we enact a business ecosystem- we enable communication campaigns which seamlessly inte-grate web and urban spaces- we offer advertising spaces which enact participatory practices in both digital and analog spaces, using conversational web ban-ners, augmented reality, wide tagging, spime, location based technologies- we offer complete, realtime, cross-medial, ubiquitous ana-lytics and intelligence
CompetitorsMarket & Competitors
Competitors are:- Kickstarter- ProFounder- Quirky- VenCorps- Sponsume- CrowdRise- Amazee- IndieGogo- Eppela- EpicStep
Market nicheMarket & Competitors
Active citizens who wish to create/partecitate communication campaigns which are able to engage online and offline communities
Infrastructure providers who wish to offer their products/services without intermediaries
Skill/service providers
Citizens who see - read - talk - inter-act with campaigns
TeamSalvatore Iaconesi
Salvatore Iaconesi has worked with companies in all over Europe and in Brazil, Malaysia, USA, Japan and Mexico, creating over 400 projects in the domains of web interac-tivity, mobile services, cross-media Value Added Services, geographical systems, interactive architectures, ubiqui-tous publishing products and expert systems for business, scientific research and institutions.
Salvatore is an artist dealing with technologies and body hacking, with works shown at major festivals and exhibits all over the world.In this project he will lead the Technological Strategy, design the ecosystem using his scientific and business background on Complex Systems Theory and spend restless nights fine tuning the idea and getting the whole world to participate :)
TeamIvan Minutillo
Ivan Minutillo graduated in Graphic & Multimedial Design at La Sapienza University, developping for his final thesis a prototype on a new targeted communication system and the application of marketing methods for the web 2.0.
Ivan started his professional career in Rome as a graphic & web designer for Visus DesignFrom November 2010 to present he has been working as a web architect in Consilium Comunicazione, an interna-tional public relation company in Milan. In this project he will lead the graphic and web design and research about design scene and fiction.
Current stageStage of the venture
- Concept
- Technology design and development
- Business model design
- Network building
Milestone achievedMilestone
- Development of initial infrastructural technological platforms
for ubiquitous, cross-media communication campaigns
- Development of initial technologies for conversational banners,
integrated across a variety of different digital/analog media, and
with major social networks
- Scouting and benchmarking for operators in online and offline
advertising in multiple european countries
Milestone to be achievedMilestone
- Legal design: design of contracts, terms of use, privacy, liability,
service, revenue sharing...
- Business model design and tunng
- Design of business ecosystem environment
- Business network development
- Execution of a series of real life use cases
P&L forecasts
Year 1 Year 2 Year 3 Year 4 Year 50
50k
100k
150k
200k
250k
300k
50k
100k
150k
200k
250k
300k
Break even
From the estimated scenario:- Break Even will take place around 7th trimester of activity (late second year) and - initial investment will be covered by 17th trimester of activity (half/late fifth year)
220k
Funding required and use of funds
Required initial funding: 250000 euro
Initial funding will be spent for:
- legal contracts and terms design- technological platform development- technological infrastructure startup- launch process + PR +Event + Research&Academics- 1 exceptional, planetary, extreme communication campaign launched at startup using the platform- some of the routine costs of the first year of company lifecycle